Why is it important to conduct on the spot market research?

Stephen Wunker talks about the necessity to do market research with consumers when and where they are purchasing products and services. As an example, he talks about why it is important if you are conducting research on food buying preferences to go to the grocery stores and gather information from buyers as they make their selections. Wunker also provides recommendations on how this approach can be translated to the B2B market in a way that does not filter the buying experience.

About Author

Stephen Wunker is a specialist in new markets, he combines world-class strategy consulting and entrepreneurial skills. Wunker is the author of Capturing New Markets: How Smart Companies Create Opportunities Others Don’t, named one of the five Best Business Books of 2011, as well as co-author of Jobs to be Done: A Roadmap for Customer Centered Innovation (Amacom, 2016). Stephen has a long track record of creating successful ventures for his own companies and on behalf of clients.

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